Creating Compelling Copy The simple, yet secret approach to nailing it

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Kelley Fields
5 years ago
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1 Creating Compelling Copy The simple, yet secret approach to nailing it

2 MARY OLIVIERI, EVP EXEC. CREATIVE DIRECTOR ECD Copywriter

4 (Oh please, for the love of Pete, let me come up with something compelling!)

5 Exercise your kid brain.

6 Airport security Line Waiting Waiting room Reception Greeting Hello Good-bye

7 In the hands of Freud and other psychoanalysts, free association spontaneously saying whatever comes to mind without censorship became a window into understanding unconscious processes. Based on my interviews with the creative subjects in my workshop study, and from additional conversations with artists, I knew that such unconscious processes are an important component of creativity. For example, Neil Simon told me: I slip into a state that is apart from reality. I surmised that observing which parts of the brain are most active during free association would give us clues about the neural basis of creativity. And what did we find? Sure enough, the association cortices were wildly active during REST. Dr. Nancy Andreasan, Secrets of the Creative Brain, Atlantic Magazine

8 A picture is worth a thousand words dammitt!

10 Home Light Beauty I wish I lived there Grass Are those children in the background? The house is witnessing that. Solid Reliable Comforting The home is the beautiful backdrop to your life.

12 Criteria Your company/client is sponsoring a new award in the automotive industry C-Suite level execs in automotive industry Thanks for your contribution to the industry as a whole. You ve been nominated for the X Award!

14 Wires Metal Spark plugs Engine Engines are fast Speed Ticket

15 You were clocked going above and beyond. 19% 27%

16 Wear the hat.

17 BASF introduces new advancements in the science of wind energy.

18 Feel the energy. Feel the wind. BASF.

19 Original BASF introduces new advancements in the science of wind energy.

20 BASF is opening new windows in the advancement of wind energy.

21 Original BASF introduces new advancements in the science of wind energy.

22 Wind energy is cool.

26 Cell phone sales up by 8%: Teens are the sweet-spot.

27 Don t just get out of your head get out of the office.

28 Solutions Innovative Best Practices Leadership Paradigm Shift Extensive Robust

29 Buzzwords exist for one reason: to hide. By obfuscating, lying, confusing, or just plain avoiding the issue, business people can avoid communicating. Seth Godin

30 Solutions Innovative Best Practices Leadership Paradigm Shift Extensive Robust

31 The communication between your body posture and your feelings also goes the other way. You can change the way you feel based on how you hold your body. You can change your brain chemistry, and the actions you take or don t take. Susan Weinschank, PhD

32 Maintain the posture, then write.

33 Business-to-Business Campaign Target: Contractors, Architects, Building Owners Partnership

34 Your partner in building success.

36 Exercise your kid brain A picture is worth a thousand words Wear the Hat! Get out of the office

37 Thank #MWM cbdmarketing.com

Celestial Visiting Teaching

Celestial Visiting Teaching by Mary C. This skit can be performed with as few as 3 people, up to as many as you like. A four-person presidency could easily do it, with one playing the non-speaking companion